Creativity

Pop-Up Ads Turn Nasty in This Riveting Music Video by W&K

Interactive Film for Portugal.The Man's 'Rich Friends' Will Have You Gripped

By Alexandra Jardine. Published on Jun 26, 2017

Editor's Pick

A pair of Wieden & Kennedy creatives worked on a new interactive music video by Portland rockers Portugal.The Man -- and took their experience in advertising in a very different direction.

The video for "Rich Friends" is from the beginning interrupted by a series of pop-up ads for fictional brands: everything from mattresses to bleach to alcohol and credit cards. The viewer is invited to roll over them as they watch. The pop-ups seem to depict a perfect couple typical of commercials -- but when you roll over them, they reveal a hellish flipside in which drugs, alcohol and violence all play a part. It's a riveting, blackly humorous watch that will hold your attention right to the very end.

"It's been fun interrupting people's favorite shows with our commercials, but we thought that there had to be other art forms we could ruin with ads," joked Max Stinson and Erik Fahrenkopf, the W&K creative directors who came up with the idea for the video.

"With a music video, only one thing matters: making shit people actually want to watch. As advertising agencies stumble towards a new way of working, this video has been a refreshing reminder to always keep your eye on the audience," added Jason Kreher, creative director of publishing for Wieden & Kennedy.

The video, starring actor Glen Howerton, is from Portugal.The Man's album, "Woodstock."

Of late, W&K creatives have demonstrated a forte for innovative clips. Previously, the agency's Craig Allen created and directed this color-yourself music video for Real Estate.

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Credits

Date
Jun 26, 2017
Agency:
Wieden & Kennedy
Client:
Portugal.TheMan

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